roundtable: best practices in ivr & self service

Roundtable - Best Practices in IVR and Self

Service

MODERATED BY SHERI GREENHAUS, CRMXCHANGE

PRESENTERS:

AVOKE/BBN

GENESYS

INTELLIRESPONSE

NUANCE

Self-Service Best Practices

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.

3

What is Self-Service?

Customers can obtain, enter or update information relating to a product or service through ANY available channel.

Channels:

• Voice (IVR)• SMS (2-way inbound)• Web, Mobile Web• Mobile Voice • Chat

Multi-modal: mix of channels in a single interactionOmni-channel: different channel for each interaction based on preference and/or context.


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What common tasks do callers want to achieve?

• Improve automation already in place

• Identify opportunities for new automation

• Create strategies to help callers choose automation

How can we increase Customer Satisfaction?

• Increased automation and resulting cost savings is a priority

• But… improving customer satisfaction will encourage use of automation. It doesn’t have to be mutually exclusive.

Concentrate on applications that will achieve high automation rates by solving a compelling problem for

callers. ROI will follow.

Focus on Improving Customer Experience


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“I see that there’s a money transfer in progress for you. Is that what you’re calling about today?”

Intelligent CX Interactions

Intelligent interactions avoid reliance on technology.

Anticipate caller needs based on profile data

Tailor the interaction appropriately

Offer simple, relevant choices

Call on Sunday morning, this greeting is played: “Thanks for calling. Our store hours today are 11am to 5pm”. You can say…

You can say “sales”, “support” or “something else”


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Leverage CRM Data to Enhance CX

Take Data From the CRM• Personalization: custom menus, on-hold messages• Agent Screen pop (CRM record)• Identify VIP customers to prioritize service• Auto ticket creation, ticket status, order/service status• Update account information

Push data into the CRM from interaction• Voicemail, transcribed voice message, call recording,

agent disposition, call duration• Log post-call survey data• Lead generation - log interaction into CRM for follow-up


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Right & Wrong Way to Execute Personalization

Do• Customize menu options• Be subtle• Present targeted on-hold messaging• Route calls to the appropriate agent based on

transactional data • Anticipate a caller’s needs based previous

activity from any channel

Don’t• Say caller’s name• Reveal something that might

seem like big brother is watching• Upsell in IVR


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Let Your Customer Decide

Provide options to your customers on how you communicate with them:

Content

Channels

Frequency

•Optimize results by analyzing behavior.

Comply with business rules, external regulations and customer preferences.

75% of consumers want to decide how they are

contacted1

1 Forrester Research


9

Create a better CX using adaptive techniques…

Increase timeouts if callers are not responding

Slow down or reword prompts

Present custom menu options

Switch from speech to DTMF in noisy environment

Transfer customers who are having trouble completing the task at hand


10

Customer Experience (CX) Mindset

•Never Stop Improving. Realize ROI faster and delight your customers at the same time. Continuous improvement is made easy and efficient with…

• “CX First” design

• Easy to use tools

• Embedded analytics

• Refinement process


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Great Customer Experiences Include…

Anticipate callers needs based on profile data Allow customers to select channel preference Personalize interaction based on past purchases or services

used Adapt interaction based on events taking place during that

same interaction Keep it simple – don’t try to automate complex tasks Let the caller speak with an agent when they want to

… and never stop trying to improve it.

© 2002-2013 Nuance Communications, Inc. All rights reserved.

Please listen carefully as your IVR options have changed.Dena Skrbina

4/24/14


Customer expectations are changing FAST


5 IVR self-service principles


1. Intuitive


IVR menu mazes are tedious


Using natural language, callers don’t have to work or waste time


Consumers expect it,businesses benefit


1. Intuitive

2. Conversational


Poor quality audio hinders engagement


Does this encourage IVR use?

Trustworthy?

Clear?

Confident?

Caring?


To increase

engagement, provide

what callers expect

• Brand resonance

• Natural read-back

• Dynamic experiences

…flight 602, Phoenix

to Las Vegas is

scheduled to depart

on-time at 7:40am

from gate A-18


1. Intuitive

2. Conversational

3. Personalized


Users say IVR is

“more effective”

when it’s

personalized

© 2 0 0 2 - 2 0 1 4 N u a n c e C o m m u n i c a t i o n s , I n c . A l l r i g h t s r e s e r v e d . P a g e 2 5


1. Intuitive

2. Conversational

3. Personalized

4. Anticipatory


Callers say “thank you” to the US Airways IVR

– Personalized … “Hi Mary”

– Predicts reason for the call

– Accurate speech andnatural language

– High quality persona


1. Intuitive

2. Conversational

3. Personalized

4. Anticipatory

5. Consistent


The evolution of an IVR persona

Amtrak Julie Speech IVR Persona•14% increased automation•Julie answers 20 million calls a year

•Caller satisfaction increased by 53%

Julie Multi-channel •Social Media and brand ambassador

•Web Virtual Assistant


Whitepaper:

Dena Skrbina [email protected]

5 Must-Do’s for Delivering Self-

Service Magic

How to win customers for life

through intelligent, engaging self-

service.


Thank youDena Skrbina

[email protected]

LIFE IS

DIGITALDigital interactions

permeate

all areas of everyday life

.

AND QUESTIONS ARE

POWERFUL

DIGITAL SELF-SERVICE

ECONOMY

Is A Key Driver of the New

NEED TO DELIVER

ACCURATE ANSWERS

CUSTOMER CARE IS

NOW OMNICHANNEL

KNOWLEDGE HAS

EXPLODEDLIMITED

RESOURCES

CUSTOMERS STRUGGLE WITH...

INTENTTHE FOUNDATION OF

MODERN SELF-SERVICE

Multi-Channel/Lingual VA & Knowledge Management

37

Informational /Procedural:“What is your return policy?”

“How do I cancel a check?”

Personalized :

“What is my current bank

balance?”

Personalized & Procedural :“I want to increase my credit

limit from $1000 to $2000”

CSAT & CUSTOMER

EFFORT

INCREASE IN WEB TRAFFIC (XMAS)

INCREASE IN CALL VOLUME (XMAS)

90% OF “Ask Kobo” users DO NONeed to escalate to the call center

700%

4%

DECREASE INCUSTOMER EFFORT

12%

INCREASE IN CSAT20%

OF ONLINE QUESTIONS INSTANTLY ANSWERED

INCREASE in NPS FOR CHATS ESCALATED FROM OLIVIA

93%

52%

RIGHT CHANNELING

INCREASE IN SEOENGAGEMENT

20%

REDUCTION IN EMAILVOLUME DURING LAUNCH

AVERAGE REDUCTIONIN PUBLIC EMAILS

REDUCTION IN CALLS

49%

29%

25%

RIGHT CHANNELING

OmniChannel Interactions

Answers, Actions,

VOICES: Key VOC Insights

Themes, Trends, Insights,

Alerts, Tasks

Business Benefits

Cost Reduction Reduced Wait

CSAT

Right Channeling

Monetize Self Service Voice of the Customer

Combating the high

cost of chat, email and

phone support

(approx. $5-$12 /

response)

Reduce telephone wait

times and lower call

center volume.

Improve customer

satisfaction & lower

effort with fast,

personalized and

relevant results.

Right-channel online

interactions to

maximize the value of

each customer inquiry.

Drive new revenue

streams with offer

management

Understand the true

voice of your digital

customers

450+ DEPLOYMENTS WORLDWIDE

Thank You

Contact [email protected]

www.intelliresponse.com

Toll Free: 1 866-454-0084

Connect With Us On Social Media

facebook.com/IntelliResponseInc

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linkedin.com/company/intelliresponse-systems-inc

plus.google.com/+IntelliresponseInc

AVOKE® Analytics

Best Practices in IVR & Self-Service

© 2014 Raytheon BBN Technologies

Joe AlwanVP/GM AVOKE AnalyticsRaytheon BBN Technologies

IVR Self-Service Today

New Technology

New Channels

New Interactions

48

Self-Service Pitfalls

49

TimelinessFailed

transactionsPoorly treated

Have to go to multiple areas to get an answer

Inaccurate & inconsistent

service across

channels

51% of US consumers switched due to poor customer service

Accenture 2013 Global Consumer

Pulse Survey

Why The IVR Is Still Important

50

Zendesk, 2013

Measuring Customer Experience With Analytics

51

IVR Queue QueueFirst Agent

SecondAgent

I just need to talk to

someone

Email didn’t answer my question

Why don’t you have the

information from my chat session?

71% say that valuing their time is most important thing a company can do to provide them with good service

Understand Communication Channel Needs To Craft Your Customer Service Strategy,

Forrester, 2013

Technology Strategy

52

Evaluate

Understand

Decide

Your business priorities

How your customers want to interact with you

On technologies and strategies that fit

Benefits Of Whole Call Analytics

Understand what call types are left in the voice channel

How much control your customers want with self-service

Access Voice-Of-The-Customer data from actual interactions

Data can help drive a successful IVR strategy

53

Whole Call Analytics Solution

Your Customers Your Contact Center

Public Phone Network

End-to-end insightAutomatic categorization & trending Jump to interesting calls & events within callsObserve real customer behavior & experience Listen inside the IVR, agents, partners, all transfers

Software Integration

54

© 2014 Raytheon BBN Technologies

AVOKE Analytics

@AVOKE_Analytics

www.avoke.com

[email protected]

(617) 873-1600

Connect With Us To Learn More

Q&A

Joe Alwan, VP and GM, AVOKE Analytics at

Raytheon BBN Technologies

Aaron Wellman, Offer Lead, Self-Service, Genesys

Mike Hennessy, VP Marketing, IntelliResponse

Dena Skrbina, Product Marketing Director for Nuance

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roundtable: best practices in ivr & self service

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